2024
Apathy is Boring®
Client ︎ Apathy is Boring; L’apathie c’est plate
Apathy is Boring was founded in 2004, when a choreographer, a filmmaker, and a fashion photographer met at a party. Troubled by how few of their friends were actively participating in Canada's democracy, Ilona Dougherty, Paul Shore and Mackenzie Duncan started an online campaign to mobilize youth to vote during the 2004 federal election.
Today, they work year round to support and educate youth to become active and contributing citizens in Canada's democracy.
Apathy is Boring was founded in 2004, when a choreographer, a filmmaker, and a fashion photographer met at a party. Troubled by how few of their friends were actively participating in Canada's democracy, Ilona Dougherty, Paul Shore and Mackenzie Duncan started an online campaign to mobilize youth to vote during the 2004 federal election.
Today, they work year round to support and educate youth to become active and contributing citizens in Canada's democracy.
To honour their 20 year legacy, we collaborated on a rebrand to give them a new look and feel.
Instagram: @apathyisboring
The intention for the final brand design is to create a youthful, engaging, and empowering brand voice that captivates young people, inspiring them to take action and create positive change.
It needed to be authentic and engaging, reflecting their values and connecting with youth on a personal level, while maintaining a tone that is energetic, positive, and approachable. The brand also needed to feel gender-neutral and radiate optimism, fostering hope for a better future and a stronger democracy.
In addtion, the final identity had to avoid using any politically affiliated colors and prioritize accessibility and enhance legibility, ensuring informartion is clear and readable for all audiences.It needed to be authentic and engaging, reflecting their values and connecting with youth on a personal level, while maintaining a tone that is energetic, positive, and approachable. The brand also needed to feel gender-neutral and radiate optimism, fostering hope for a better future and a stronger democracy.
The project was accompanied by a website redesign that was done by NationKit.